Comments on: The Online Advertising Playbook: Proven Strategies and Tested Tactics from the Advertising Research Foundation http://cpaportal.com/1997/the-online-advertising-playbook-proven-strategies-and-tested-tactics-from-the-advertising-research-foundation/ CPA, Promotional and Online Advertising Solutions Sat, 27 Mar 2010 15:30:02 +0000 hourly 1 http://wordpress.org/?v=3.1.2 By: John R. Vrba http://cpaportal.com/1997/the-online-advertising-playbook-proven-strategies-and-tested-tactics-from-the-advertising-research-foundation/comment-page-1/#comment-5883 John R. Vrba Thu, 18 Mar 2010 15:33:01 +0000 http://cpaportal.com/1997/the-online-advertising-playbook-proven-strategies-and-tested-tactics-from-the-advertising-research-foundation/#comment-5883 As for recommendation, I have purchased several copies which I have given to agencies I work with. Aside from covering facets of online, the surprise was a series of "futures" by a variety of specialists. Well-done. Rating: 5 / 5 As for recommendation, I have purchased several copies which I have given to agencies I work with. Aside from covering facets of online, the surprise was a series of “futures” by a variety of specialists. Well-done.
Rating: 5 / 5

]]> By: Ingo Leung http://cpaportal.com/1997/the-online-advertising-playbook-proven-strategies-and-tested-tactics-from-the-advertising-research-foundation/comment-page-1/#comment-5882 Ingo Leung Thu, 18 Mar 2010 13:37:29 +0000 http://cpaportal.com/1997/the-online-advertising-playbook-proven-strategies-and-tested-tactics-from-the-advertising-research-foundation/#comment-5882 There're books with titles that exaggerate for selling purpose, this is not such a book. The title objectively illustrates what the authors set out to achieve - concisely present 'proven strategies & tested tactics' based on extensive 'advertising research'. Key areas of digital marketing were well covered with good reference & citations, & also well selected case studies of how organizations achieved measurable business results thru the 'tested tactics'. The 'Futures' section is a nice surprise to wrap up the book, comprises of provocative views from both academia & industrial practitioners in how they see the field of online marketing will evolve. I look forward to reading the next version of the Playbook, with better coverage in the rapidly growing digital social media scene. Rating: 5 / 5 There’re books with titles that exaggerate for selling purpose, this is not such a book. The title objectively illustrates what the authors set out to achieve – concisely present ‘proven strategies & tested tactics’ based on extensive ‘advertising research’. Key areas of digital marketing were well covered with good reference & citations, & also well selected case studies of how organizations achieved measurable business results thru the ‘tested tactics’. The ‘Futures’ section is a nice surprise to wrap up the book, comprises of provocative views from both academia & industrial practitioners in how they see the field of online marketing will evolve. I look forward to reading the next version of the Playbook, with better coverage in the rapidly growing digital social media scene.
Rating: 5 / 5

]]> By: Rolf Dobelli http://cpaportal.com/1997/the-online-advertising-playbook-proven-strategies-and-tested-tactics-from-the-advertising-research-foundation/comment-page-1/#comment-5881 Rolf Dobelli Thu, 18 Mar 2010 12:54:08 +0000 http://cpaportal.com/1997/the-online-advertising-playbook-proven-strategies-and-tested-tactics-from-the-advertising-research-foundation/#comment-5881 One might wonder how long a book having to do with online advertising strategy will last, considering the rapid pace of change in technology and online rules, but Joe Plummer, Steve Rappaport, Taddy Hall and Robert Barocci focus on strategies that are not particularly vulnerable to time or tech changes. They take online advertising in the direction of other sophisticated mass media advertising, including targeting specific markets precisely, and using multiple channels and other audience-oriented tactics. With this book's information and abundant real-life examples, marketing and brand managers can create winning plays. getAbstract thinks they will want this valuable tool on their desks so they can build their brands online and do it right. Rating: 5 / 5 One might wonder how long a book having to do with online advertising strategy will last, considering the rapid pace of change in technology and online rules, but Joe Plummer, Steve Rappaport, Taddy Hall and Robert Barocci focus on strategies that are not particularly vulnerable to time or tech changes. They take online advertising in the direction of other sophisticated mass media advertising, including targeting specific markets precisely, and using multiple channels and other audience-oriented tactics. With this book’s information and abundant real-life examples, marketing and brand managers can create winning plays. getAbstract thinks they will want this valuable tool on their desks so they can build their brands online and do it right.
Rating: 5 / 5

]]> By: Sandro Saitta http://cpaportal.com/1997/the-online-advertising-playbook-proven-strategies-and-tested-tactics-from-the-advertising-research-foundation/comment-page-1/#comment-5880 Sandro Saitta Thu, 18 Mar 2010 11:14:53 +0000 http://cpaportal.com/1997/the-online-advertising-playbook-proven-strategies-and-tested-tactics-from-the-advertising-research-foundation/#comment-5880 While working in behavioral targeting (BT), I decided to learn a bit more about online advertising (OA). I bought "The Online Advertising Playbook", and it was a really good choice. This book has been written by the Advertising Research Foundation (ARF) in 2007. <br /> <br />To break the suspense, the book is of excellent quality. It is well written and the concepts are clearly presented and structured in the book. The first and final chapters are particularly interesting. In the first chapter, you will learn anything you need to know about targeted online advertising. The different targeting approaches are explained: demographic, contextual, behavioral, geographic, daypart, etc. In the final chapter, experts of online advertising give their mind about the future of this field. <br /> <br />The book is closed by a comprehensive glossary about online advertising. It needs to be noted since it is more than 30 pages long. As a conclusion, I would recommend this book to anybody working in online advertising or behavioral targeting. It is a must have in your library if you're working in this field. Congratulations to the ARF team for this excellent book! Rating: 5 / 5 While working in behavioral targeting (BT), I decided to learn a bit more about online advertising (OA). I bought “The Online Advertising Playbook”, and it was a really good choice. This book has been written by the Advertising Research Foundation (ARF) in 2007.

To break the suspense, the book is of excellent quality. It is well written and the concepts are clearly presented and structured in the book. The first and final chapters are particularly interesting. In the first chapter, you will learn anything you need to know about targeted online advertising. The different targeting approaches are explained: demographic, contextual, behavioral, geographic, daypart, etc. In the final chapter, experts of online advertising give their mind about the future of this field.

The book is closed by a comprehensive glossary about online advertising. It needs to be noted since it is more than 30 pages long. As a conclusion, I would recommend this book to anybody working in online advertising or behavioral targeting. It is a must have in your library if you’re working in this field. Congratulations to the ARF team for this excellent book!
Rating: 5 / 5

]]> By: Mark A. Dalnodar http://cpaportal.com/1997/the-online-advertising-playbook-proven-strategies-and-tested-tactics-from-the-advertising-research-foundation/comment-page-1/#comment-5879 Mark A. Dalnodar Thu, 18 Mar 2010 10:51:01 +0000 http://cpaportal.com/1997/the-online-advertising-playbook-proven-strategies-and-tested-tactics-from-the-advertising-research-foundation/#comment-5879 I read this book to polish my own knowledge of different internet marketing tactics and strategies. I own my own business, Brew City Marketing, [...] and was looking to gain information that I could share with my own clients. I was pleased that there are many valuable resources in this book and think it is worth while to read if you are a business owner or a internet marketing company. Rating: 4 / 5 I read this book to polish my own knowledge of different internet marketing tactics and strategies. I own my own business, Brew City Marketing, [...] and was looking to gain information that I could share with my own clients. I was pleased that there are many valuable resources in this book and think it is worth while to read if you are a business owner or a internet marketing company.
Rating: 4 / 5

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